Owned media and the PESO framework

In our third blog about the PESO framework, we delve a little deeper into the world of owned media. Using your owned media channels is a great way to increase trust and boost your brand awareness with your target audience. Ensure it’s a big part of your marketing mix, using compelling content across your social media platforms and websites at the right time to reach more people.

If you’re new to the concept of PESO, don’t miss our previous blogs on this topic – the PESO framework and how it can help your business or client and a blog looking closely at earned media and the PESO framework.

What is owned media?

Owned media refers to any content that is owned, created and distributed by you, and that you have complete control over. Popular forms of owned media include:

  • Your website – all the pages you publish about your products, services, company history and team pages.
  • Content – such as blog posts, videos, podcasts and white papers.
  • Your newsletter
  • Case studies – including testimonials, case studies of service or product users and employee stories.

Social media channels are not truly owned media because you don’t have total control over the experience. You aren’t able to access all of the data created by your activity.

As Harvard Business Review said, “Facebook, Twitter, and LinkedIn are your landlords and you just lease the space. It’s true that you own your accounts and profiles. That’s like having your name on the mailbox. But as your landlord, they can enter your apartment at will,  renovate the building whenever they like — and keep the profits resulting from improvements you make to the property.”

How does owned media play a role in the PESO framework?

An owned media strategy is important as it’s your opportunity to shape your story and present your business or brand the way that you want it to be seen. You have complete control over this content, so you choose the language, design, tone of voice, layout and branding. Owned media efforts often pay off in dividends, whether engagement on social media posts or a boost in direct traffic as content generates interest in your company.

What you don’t get to choose, however, is how many people get to see your owned content, and that’s where the rest of the PESO model comes in. Simply creating a website or writing blog posts isn’t enough for your brand to be noticed. You need to delve into the world of paid, shared and earned media to help it reach its intended audiences. And make it part of your marketing strategy.

This diagram shows how each of the media types overlaps on the framework:

Owned media is often treated as the starting point in PESO as it acts as a bridge to all the other components. The more quality content you produce, the more opportunities you have to be shared on social media, to be newsworthy and relevant for unpaid coverage and to have something worth paying to promote.

Of course, PESO doesn’t always work that way around, and in bigger campaigns is often treated more fluidly than this, but it helps to understand how one aspect influences the others.

How to build your owned media

Use these tips to ensure you have a good output of owned media, and to help you develop an owned media strategy where you have complete control:

  • Create a content calendar

  • Mark up seasonal events and awareness days relevant to your business as well as important internal dates. Plan out content for your newsletter, blog and other relevant channels so you know you are creating enough content at all times.
  • Recycle and reuse

  • It’s time-consuming creating new content. Be clever and consider how to reuse old content in a new and refreshing way. Perhaps a post you did last year on International Women’s Day can be reposted this year with an update on what the female leaders have achieved during the past 12 months? Or simply reshare it with the #ThrowbackThursday hashtag.
  • Create evergreen content

  • This is content that can be used anytime and doesn’t have an end date. ‘Top 10 tips’ features or ‘the best roundups’ for example. Once they are published on your blog you can pick out the individual tips to post on social media over a number of weeks and months to come. Writing excellent blog posts should be part of any marketing strategy, as they can be leveraged to be much more than copy on a page. Use them in other formats to share across other platforms such as videos for TikTok and Instagram.
  • Consider creating hero content

  • The likes of white papers, ebooks and downloadable guides may take time and money to produce, but they will give your brand credibility if done well. This type of owned media is likely to lead to the holy grail of earned media (i.e. unpaid media coverage) and help position your brand as an authority.
  • Understand your audience

  • What do they want to see and what would help them? Use your internal search engine results to identify what they’re searching for, and use SEO tools such as Answer The Public to make sure your content is useful. The more useful it is, the more likely it will be well shared.
  • Newsletters

  • Email marketing is a powerful medium and should be used by all businesses looking to develop customer loyalty. And attract new audiences with discounts and introductory offers. Include them as part of your digital marketing strategy’s media mix for maximum effect. Build your email lists with regular newsletters that are targeted per audience and channel.

Owned media and SEO

As well as using owned media to communicate your thought leadership and share industry insights, owned is great for your SEO. Use keywords throughout your content to help generate traffic.

Increasing your website’s visibility in search engines for prized keywords will boost your bottom line. Catch potential customers at the right time to place your informative and transactional content in front of them.

Create content to reinforce your values and demonstrate your knowledge. It will also reinforce your messages and bring new visitors to come and see what you have to offer. Ensure you create engaging content to get higher engagement.

Regular content creation keeps your audience interested in who you are and what your business is achieving. Owned media is a great way to boost your organic traffic.

Your next steps

If you have any thoughts on owned media and using the PESO  framework let us know in the comments below, or connect with us on twitter @Ambitiouspr. We’d love to hear what you think!

Book your free consultation with us and see how your owned media can excel. Get the brand awareness and results that you deserve, contact us at hello@ambitiouspr.co.uk or 01179051177 to create your media strategy.

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